Malaysia, situated in Southeast Asia, is known for its breathtaking landscapes, bustling cities, and thriving industries. Malaysia’s robust financial and banking sectors, pro-business policies, well-developed infrastructure, and government support make it an easy place to conduct business.
The country has received worldwide recognition by various international institutions including:
The official religion is Islam, and Muslims account for over 60% of the population. Malaysia is a dynamic market for Halal products and services and a world leader in Halal certification. The country is also a significant player in Islamic finance.
Malaysia’s multifaceted strengths, encompassing strategic positioning, digital leadership, and halal leadership, collectively position it as a dynamic and forward-thinking player in the evolving Southeast Asian landscape.
Malaysia’s diverse media landscape is intricately shaped by a combination of regulatory frameworks, technological advancements, and socio-political influences, with the main languages being Malay, English and Mandarin.
Media publications cater to a wide range of demographic segments, and both government-owned (Radio Television Malaysia) and private broadcasters like Astro and Media Prima operate numerous TV and radio channels. In the digital sphere, online portals offer alternative news sources, while Malaysia ranks as one of the countries with the most overall screen time for consuming news and the latest trends. Source: Proxyrack, Meltwater and We Are Social’s Digital 2023 Global Overview Report
Regulation of the media falls under the purview of the Malaysian Communications and Multimedia Commission (MCMC). Efforts to combat misinformation involve collaborative initiatives between the government, media entities, and civil society.
Challenges persist in the media sector, notably in balancing government regulations with press freedom. The industry is evolving with a shift towards digital platforms, video content, and interactive media, reflecting the dynamic trajectory of Malaysia’s media landscape.
Perspective Strategies is a full-fledged Public Relations and Strategic Communications Consultancy. Since its inception, the firm has helped brands and organisations in advocacy, reputation building, brand communication and stakeholder engagement across our four core practices:
1. Cultural Sensitivity, Multilingual Consumer Market: Malaysia is a multicultural and multiracial society with diverse consumer segments.
2. Embrace Digital and Social Media: Malaysians are highly connected on digital and social media, with 44.5% of Malaysians using social media to consume news content while 30% follow influencers.
3. Region-Specific Understanding for East Malaysia: East Malaysia (Sabah and Sarawak) has its unique cultural heritage that shapes behaviour of its consumers.
The highest reach of key media in Malaysia based on a mix of its estimations of a site’s monthly unique visitors and monthly pageviews are:
However, the news media landscape in Malaysia is fragmented.
There is always a need to understand the target audience prior to determining the relevant media. Media such as The Edge and BFM can be very useful when communicating with C-Suites and decision makers. Similarly, portals such as Says and OhBulan! could prove to be more beneficial when communicating consumer content.
YouTube: 24 million users. Used for a diverse range of content, from educational resources and tutorials to music, comedy, and other forms of entertainment.
WhatsApp: 23 million users. The most common messaging app in Malaysia.
Facebook: 22 million users. 38.67% share photos and 33.92% share links
Instagram: 20 million users. Users tend to favour short form video on this platform.
TikTok: 16 million users. Demographics are skewed heavily in favour of youngsters and young adults.
LinkedIn: 7 million users. Used by professionals to network, find new opportunities, and showcase their skills.
X: 5.5 million users. Used mostly during major cultural events, major news events and subjects people discuss around the world.
Source: Digital 2023 Global Overview Report
Cultural: The Rainforest World Music Festival 2024
An internationally renowned event that celebrates the diversity of world music and cultural heritage. It celebrates cultural diversity through traditional music, dance, and crafts, attracting both local and international visitors. The festival promotes environmental awareness and rainforest conservation, contributing to Malaysia’s tourism industry and local economies. Additionally, it serves as a platform for traditional artists, fosters community engagement, and facilitates cultural exchange, promoting unity and understanding.
From its humble beginnings of only 300 spectators in its first ever concert in 1998 to becoming Sarawak’s “star festival” as well as being recognised as one of the 25 best international festivals by Songlines (songlines.net.au), RWMF has grown over the years and has now also become a strong advocate of responsible tourism – in its quest to become one of the world’s most sustainable, eco-friendly festivals. 2023 Footfall: 19,000 (Source: The Star)
Trade: Malaysia International Halal Showcase (MIHAS) 2024
The world’s largest Halal showcase – a robust marketplace for both international and local players to seize opportunities beyond Halal food including Halal pharmaceutical, medical devices, finance, modest fashion, personal care and cosmetics, green technologies and even Muslim-friendly tourism to contribute significantly to the global Halal economy. In 2023, it had over 38,000 trade visitors, resulting in a total immediate and negotiated trade value of over RM3.11 billion (or USD 681 million). 2023 Footfall: 38,000 (Source: MIHAS)
Tech: Smart Nation Expo 2024
Southeast Asia’s Biggest Tech Exhibition on 5G, Smart Cities, IR4.0, Emerging Technologies and Applications. In line with the continued rollout of 5G services across the region, digital transformation will accelerate across key sectors of the economy. The introduction of 5G together with INDUSTRY 4.0, IoT, Artificial Intelligence, Robotics and Web3.0 including Virtual/Augmented Reality will create a whole host of new business that will spur growth and transform the economies of the future. SMART NATION 2023 bought together 14,000+ registered trade buyers including 1,446 overseas buyers from 54 countries. 2023 Footfall: 21,000 (Source: Smart Nation)
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The article was originally published in the Faces and Markets of PRGN.
Faces and Markets of PRGN is a new series of blog posts in 2024 that puts PRGN member agencies and their markets in the spotlight.
Each week, expect to read about a market from an economic, business and communications point of view, brought to you by the very people living and working on the ground in that country, state or region.
The blog pieces illustrate the vast amount of in-depth knowledge of business, media, communications and marketing PRGN brings together having presence in more than 40 countries and 70 cities on six continents through its member agencies globally.
